A few true marketing strategists have had a field day, while plastic CMOs are sinking their ships. How does Apple, with zero retail experience, create the most successful retail stores in the world? How does Kodak fail to re-deploy its great assets for future success? How does Target rocket from the department store pack while Sears overlooks its assets?

The problem with re-defining a job or process, is that there’s no one assigned to the responsibilities of the original definition. If you re-define marketing, there’s no one to handle marketing.